Prima, an Italian-founded insurtech that specialises in car insurance, has taken a strategic step in its global expansion, by launching a direct online sales channel in Spain. Spanish customers can now buy their car insurance directly through the Prima website, helloprima.es.

Before the launch, Prima had sold insurance in Spain only through the external price comparison websites, Rastreator, Acierto, and Check24. The launch comes in response to growing customer demand for a simpler and more efficient insurance buying experience. Thanks to its tech-driven and user-focused design, the new online channel allows customers to buy a policy in just five minutes on average, from any device.

A key step in Prima's evolution in Spain

The launch coincides with a solid growth period for Prima in Spain. After entering the Spanish market just two years ago, the insurtech company has tripled its premium income, achieving €20 million in 2024. It expects to double that figure throughout 2025, forecasting €44 million.

The new direct channel aligns with Prima's multi-channel strategy and strengthens the position it has already earned by selling through price comparison websites. Even with its new direct channel, Prima plans to continue collaborating closely with these sites.

“The launch of the direct channel marks a new stage in our commitment to Spain,” says Ignacio Castilla, Prima’s Country Manager for Spain. “It allows us to move toward a more streamlined experience, more aligned with our customers’ digital habits, and opens up a new avenue for growth. At the same time, we want to reaffirm our commitment to comparison sites. These sites have been key to our journey so far and we want to continue to collaborate and build with them long-term.”

A leading European insurtech

The arrival of the direct sales channel in Spain is a key step in Prima's international expansion. By using technology and data analysis to create an exceptional user experience, Prima positioned itself as a leader in the Italian insurance market and is now scaling solidly in Spain and the UK. The company has already exceeded 4 million active customers across all three countries, generating €1.3 billion in premiums.

What’s more, Prima has further strengthened its team in Spain with the addition of Alba Calatayud, the new Brand Lead. Calatayud will be responsible for promoting the brand in Spain and leading local marketing initiatives.